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CaTech
October 21, 2011
One of Canada’s largest independent Network Infrastructure providers.
Involvement: naming strategy, logo redesign
Creative Strategy
Moving from being Company-focused to being customer-focused, CaTECH significantly changed their service offerings, focusing more on the integrity of data afforded by their services, rather than the actual hardware required for the flow of data. The original logo’s cubes (also shown) suggested hardware, while the wordmark offered no distinction. Stripping the cubes of their dimension helped suggest data (bits and bytes). Maintaining the grid helped to suggest integrity. The wordmark was the result of simplifying the name, as well as helping with the pronunciation (the “a” is short, hence the very small “a” with the upside down breve above it, which doubles as the top of a larger lowercase “a” to balance the design).
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